I am bullish on FB because I believe the firm's strategic vision is sound and recent moves have put FB in a position to build on and maintain a competitive advantage well into the future. There are 4 keys to my thesis:
- FB is the current market leader in the social networking space
- FB has just begun to monetize its user base and ad platform
- Whatsapp's potential value is much greater than 19 billion paid
- Mobile technology industry will continue to grow globally
Facebook is the undisputed king of social media and still expanding.
FB has a total base of 1.2 Billion monthly active users. It's standalone acquisitions and apps have the following estimated users:
- Instagram ~200 million
- FB messenger ~200 million
- Whatsapp ~500 million (50 million added since acquisition announcement in Feb; 70% of the total MAU is active on a daily basis)
The last point regarding Whatsapp users is critical; 350 million users are active every day. This is the highest user engagement in the social networking space I am aware of.
FB's size and business model will allow it to achieve greater economies of scale. FB does not sell hardware, it does not sell phones or tv's. FB provides users users a method and platform to communicate and share experiences digitally, instantaneously, globally. I believe all of their acquisitions seek to bolster this user experience. FB sells businesses use of their platform to market and distribute digital ads, products, and services to targeted, engaged users. FB is investing actively in this area in an effort to help drive its adoption as the preferred corporate marketing platform on the web.
All this is to say their model is built on leverage. As their platform gains efficiency costs to run the core services should decline bolstering operating margins. Near term margins are likely to decline due to the recent acquisitions of Oculus and Whatsapp, which will require continued investment. However, this effect may be somewhat neutralized if FB is still growing revenues faster than expenses.
FB has just begun to monetize its ad platform.
I see evidence based on FB's revenue growth. Sequentially revenues grew at ~55% year over year with Q1FY14 revenues up ~72% compared to Q1FY13. This is incredible considering revenues are already closing in on double digit billions.
FB's platform has now garnered international credibility and support considering the Publicis deal which is estimated at $500 million. Instagram has just began monetizing its user base via ads within the last year. Whatsapp hasn't even started yet...
Furthermore, I believe the popularity of FB ads will increase due to the largely unobtrusive ad placements in newsfeeds. People love to complain about the data mining that FB has to do in order to provide its ad services but I've noticed the ads have grown more relevant and often appear similar to stories, news, or videos any one of your friends would share with you.
I believe this is a major catalyst that will lead to greater corporate adoption of the FB platform.
Whatsapp's potential value is much greater than 19 billion paid.
Ultimately a bullish bet on FB is a bullish bet on Whatsapp. It is my belief that most investors were initially stunned with the $19B purchase price especially considering Whatsapp had negligible revenues to speak of, no marketing, and a CEO and management team whose slogan is literally "no ads, no games, no gimmicks". I know because I was also stunned.
After mulling it over and modeling some scenarios the price tag seems wholly justifiable and could potentially be a bargain... First lets review the press release FB issued regarding the Whatsapp deal.